Deep Focus is a member of the Society of Digital Agencies, a non-profit association dedicated to advancing the industry through best practices, education and advocacy. The global association is currently comprised of 41 well-regarded Digital agencies with members located across Australia, Canada, Eastern and Western Europe, Mexico, South America, and the United States.
We all got together and assembled what we affectionately call The SoDA 2010 Digital Marketing Outlook.
On behalf of Deep Focus, I contributed a segment on how social media is affecting content consumption.
2010 will be the year that social media-fueled technology and behavior is responsible for more content consumption choices than ever before. As the media landscape becomes increasingly fragmented, marketers will need to become more nimble than ever, and start getting on the leading edge of trends, as opposed to waiting for them to emerge.
There are several great contributions from our friends at Big Spaceship, AgencyNet, and Schematic, so I strongly suggest that if you read one piece of forward-looking thinking on the new year, that this be it. It’s the best I’ve read, and I’m proud of my fellow SoDA members for their brilliant insights.
People have been talking about weaning off of cable in favor of web video for quite some time now. With options like Boxee, gaming consoles, and TV Everywhere, you can almost smell this kind of trend on the horizon.
But many people, like me, can’t quit cold turkey because of one thing: sports.
Well, it seems that that wall is starting to come down too.
The content ambitions do not end there. Microsoft has held in-depth talks with the Walt Disney Company about a programming deal with ESPN, according to people close to the talks, who requested anonymity because the talks were intended to be private.
For a per-subscriber fee, ESPN could provide live streams of sporting events, similar to the ones available through ESPN 360, a service that is available from some high-speed Internet providers. Microsoft could also create some interactive games in association with ESPN, the people said. One of the people said the deal was not imminent. The companies declined to comment.
Could it be? Are cableco’s becoming nothing more than high-speed ISPs? Is that why Comcast bought NBC (to own content)? Stay tuned. We’re on the cusp of some pretty heavy media evolution.
There is no way that is going to happen. As Michael Learmonth of Ad Age just tweeted, “Right, and trade $12m a year for $2k an episode”. But is it an either or scenario?
But the fact is that Conan is in the driver’s seat. What if he used his next TV deal as an opportunity to change the web video landscape? What if there was a clause to his next contract that funded a significant amount of original online content that he could use his TV show to promote? Imagine all the Paleforce episodes that could be created. All the Triumph amd Pimpbot 2000 skits you could imagine (if NBC lets him retain that IP).
By giving the network the contractual obligation to fund online content, they would not only be in a position to have to put significant sales resources behind it, but they would also need to innovate to make it worth their while. Big companies don’t typically change the way they do things unless they’re forced to.
Think about it, Conan. You’ve got leverage here. Use it wisely and go down in history as the one that broke the silos. You could nearly double the size of your audience (~2mm on TV) on a daily basis with a move like this (and the right distribution), command additional dollars from advertisers, and offer valuable opportunities for your audiences to engage — not just “view”. More viewers, more engagement, more impressions, more premium inventory. I don’t see anything wrong with that. Do it, and you can count on me being on Team Coco for life.
I’ll be speaking at AlwaysOn’s OnMedia conference here in NYC at 11:45am on February 3 alongside our wonderful client at Diageo, Kristin Ganong, VP, Digital Strategy and Relationship Marketing in a session titled: The New Madison-Avenue Campaign: Agencies & Brands Offer an Insider Look at Successful Partnerships.
The speaker line-up at the event is shaping up nicely featuring:
Frank Addante, CEO, Rubicon Project
Quincy Smith, CBS Interactive
Dave Morgan, CEO, Simulmedia
Mark Cuban, Chairman, HDNet & Owner, Dallas Mavericks
Alan Patricof, Founder & Managing Director, Greycroft Partners
Eric Wheeler, CEO, 33Across
Jay Kulkarni, CEO, Theorem
Peter Kafka, Senior Editor, All Things Digital, Wall Street Journal
Jason Glickman, CEO, Tremor Media
Joy Marcus, U.S. Head, DailyMotion
Doug Scott, President, OgilvyEntertainment
Michael Siegenthaler, Director, MSN Branded Entertainment & Experiences Team, Microsoft
Jordan Levin, CEO, Generate
Lisa Stone, CEO, BlogHer
Satya Patel, Partner, Battery Ventures
…and many others.
And just for being a loyal reader of this here blog, AlwaysOn has extended you a 50% discount (as my guest). And I’d love to see you there.
It got split up into a three part series, and now, here they are in all their Vimeo glory. Share your thoughts in the comments below. I’d love to hear from you. If you like them, heck, I’ll do more of them. Big thanks to Alan for pulling these together. And thanks to the Hive Awards for distributing them.
Our friends over at Product(RED) have launched an effort across several social media platforms that aim to have a sea of red wash over the web to raise awareness of World AIDS Day.
One of my favorite integrations is what happens on Twitter when you type in the hashtag #red. This is something that Twitter has enabled (no, you can’t do it on your own with any color — or brand), and here’s what it looks like: